Expert knowledge: collaborating with generative artificial intelligence to improve service innovation performance

Purpose This study analyzes how trust in generative artificial intelligence (GenAI) competency and supplier–supplier connection affect innovation capacities and service innovation performance via the compatibility of GenAI and customer agility. Design/methodology/approach An innovative performance model was developed by integrating orientation, cooperation and orchestration (OCO) theory, the knowledge-based view and diffusion of innovation (DOI). Empirical data were gathered from travel agencies in Taiwan, and the model was evaluated using the partial least squares (PLS) approach. Findings This study demonstrates that trust in GenAI competency impacts the compatibility of GenAI and customer agility; the role of digital marketing innovation moderates the effect of customer agility on online consumption value and service innovation performance. Originality/value The study’s findings underline the antecedents and consequences of service innovation and provide further specific suggestions for travel agencies, focusing on applying GenAI to innovation in travel agencies.